“Pffffffffffft! Science journals?” Gunther launched himself towards the two research students from his desk across the room. “Bitter tastes and psychopaths? You guys are putting me to sleep over here!”

“Actually it’s pretty exciting. We’ve been working on this all semester!” Tobias protested and Gunther forced a hand into his face.

“No sugar smacks; your angle’s all wrong. What you’ve got is 100% Grade A pasteurized Click. Bait. First of all what is bitter? Dark chocolate? Black Coffee? People love their coffee. People have strong opinions on their coffee. What you need to do is drive a wedge between people. Paint a picture that pits people who like black coffee against the cream and sugar drinkers. You’ll be all over Facebook, Twitter, morning radio, water coolers, Keurig machines, everywhere! You want grant money? Here it is!” He pantomimed ‘making it rain’.

“Science and research are a thing of the past! This is the new science. Getting your story out as soon as you come to some sort of cursory conclusion is your top priority. The more sensational and divisive the better.” Gunther paused and leaned in whispering, “The more eyes, the better.”

“But, our research doesn’t offer an explanation between black coffee and psychopathy, Gunther!” Christina whined. “This is just a simple ANOVA correlation completed as a study for our undergrad statistics class. We’re hoping to get at least a B+.”

Gunther flapped his hands at Tobias, miming Christina while she talked. He waggled a finger at her, “Click. Bait.” Gunther slipped his sunglasses over his eyes. “Kids I gotta run.” Gunther stormed out of the room howling and chugging the last slug of lukewarm black coffee.